Yesterday was somewhat fruitful. I got the bones of the article set up and I worked through the intro and the “supporting” evidence for that intro. About then I had to stop for a client call. After that, I had to stop because my body said so.
Anyone who knows me knows I follow one absolute truth:
Never trust anyone who gives you an absolute statement.
Ironic, but the point is any statement of “fact” that includes directives on how something “must” be done, or any words like must, have to, cannot, or anything limiting you to a certain way of doing something is, in my humble opinion, ridiculous. So when I heard that yet another “expert” is touting that one must market for XX hours every working day, I nearly strained my eyes from rolling them.
Here’s why that’s not true:
What works for me isn’t necessarily your thing. I’m very regimented in my marketing. It happens every day for about 30 minutes tops. However, you may find you need more time (or less time) every day, or you may be someone who would rather spend a day off marketing than suck up your working hours doing it.
You aren’t like everyone else. I know some super marketers whose methods net them fantastic results. I know those methods are ones I couldn’t possibly adopt – they bore me or they’re far outside my comfort zone. I market in ways that fit my personality and my own interest level. So should you.
Time limits on marketing don’t mean anything. I can crank out a good query in 15 minutes. It may take someone else longer to write one. It may take me hours to write a proposal that takes you 30 minutes. What really matters is how consistent you are, not how long you sit there trying. If you think marketing half your day works, go for it. If you think it’s nuts, don’t bother (you won’t be committed to it and you’ll quickly resent it).
Daily is essential, but that’s about it. I say that in absolute terms for a reason – it really does matter how often you market. If you’re trying every day to get work, you’re going to see a steadier stream of projects coming in. It’s like hockey — the more you shoot at the net, the better your odds of scoring.
Even that rule can be broken. Like I said earlier, maybe you like lumping your marketing into one day, or maybe you like marketing at regular intervals other than daily. As long as you’re consistent and follow up, it can still work.
When was the last time someone told you you HAD to work a certain number of hours or a certain way?
What usually works best for you?
4 responses to “Rule of Absolutes”
Lori, I think the crux of the matter lies here: "You aren't like everyone else."
That's because the most effective marketing doesn't look, smell, taste or feel like someone is trying to sell you something. Sure, there are super marketers out there who can probably get great short-term results. But will those assignments lead to long-running gigs? Maybe, maybe not.
Injecting your own personality not just into pitches but into the very methods you use to deliver those pitches already sets you apart as a specialty marketer – which to most people is a huge step up from a mass marketer. What potential client wouldn't want to be viewed as unique?
Anytime you throw in a hockey analogy I'm all ears. 😉 I also believe you must find what works for you. I take the advice and mold it to my situation. This blog works for me because it isn't forced upon me. By sharing your successes and failures I gain insight that I can apply to my current point in my career. It becomes a mentor relationship, not some guru prescribing "how to do it". As always, thank you for the guidance.
Paula, that's it in a nutshell. I've read the business books that say you HAVE to do it this way or that. You don't. Plenty of people are successful by doing it the way they've discovered and honed to fit their own needs.
I thought that would get your attention, Wade. 🙂 I thought of you when I typed it. And thanks – that's the goal; to show and not preach.
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